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Filtres de la réalité augmentée et crédibilité de l'influenceur : quels enjeux pour les marques ?

Author

Listed:
  • Sahar Dridi

    (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel)

  • Intissar Abbes

Abstract

Cette recherche a pour objectif d'évaluer la crédibilité d'un influenceur, la confiance de ces adeptes ainsi que leur intention de comportement envers la marque promue à l'ère de la réalité augmentée (RA). Une étude empirique est menée auprès de 201 utilisateurs d'Instagram. Les résultats obtenus plaident en faveur de la pertinence de l'usage des filtres de la RA aussi bien pour l'influenceur que pour les marques promus. Loin d'être perçu comme un outille de manipulation, ces filtres sont considérés comme des éléments valorisant l'expérience sur Instagram ainsi que la relation entre les influenceurs et leurs followers.

Suggested Citation

  • Sahar Dridi & Intissar Abbes, 2022. "Filtres de la réalité augmentée et crédibilité de l'influenceur : quels enjeux pour les marques ?," Post-Print hal-04893181, HAL.
    • Handle: RePEc:hal:journl:hal-04893181
    as

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